This action might not be possible to undo. Are you sure you want to continue?
Aggarsain Fibers Ltd, state of art spinning mill came into operation in the year 2007.We are based in Punjab, one of the major cotton producing province in India. Our proximity to cotton producing area helps us in keeping a constant vigil on cotton quality and consistent supply of quality cotton. WE are a public limited company. In a shot span of 4 years since its inception and backed by robust quality systems and modern manufacturing technology, Aggarsain Fibers Ltd. has earned the reputation of reliable supplier of quality yarns all over the globe. Highly contended and wide spread customer base of ours is a testimony to our quality and service commitements. Business Type Year Established Products Exporter, Manufacturer Exporter / Manufacturer / Supplier 2007 and Cotton yarn, spin yarn, spinning mills, dhagga mill
Company Name Address Phone No Fax Contact Person Mobile
AGGARSAIN FIBERS LTD. BHAWANIGARH ROAD, Samana - 147101, Punjab, India 91-1764-225642/91-1672-272015 91-1764-225642 Mr. RAJESH BANSAL (DIRECTOR) +919888861044
Holistic marketing is a simple way of describing all the ways your company communicates. It means a business needs to consider everything from the signage on the company’s door to the homepage of their web site as well as the type of message that needs to be sent across to the customer and how to do that same. The more touch-points a company effectively uses to reach potential customers, the more likely they are to earn their respect and receive their business. Few of these touch-points are mentioned below: • • • • • • • • • • • Brand strategy and develo3pment Image building Logos and identity Advertising Newsletters Direct mail Brochures and collateral Web-site Event marketing and trade shows Word of mouth tactics Public relations
“The aim of marketing is to make selling unnecessary.” By: - Peter F. Drucker "We know that in three years you will lose half your customers who are satisfied. Being just satisfied though doesn't hold on to customers," Mr. Philip Kotler explains. "So maybe, the companies need to think about their marketing more holistically. There is no hard evidence that consumers will choose more ethical, social responsible companies over others that for example offer a low price. However, holistic marketing approach can be a differentiator in a market where companies are similar in price, quality, utility, etc.”
Since the web is a relatively new media, we need to know what a holistic marketing plan is all about. Holistic plans integrate the best of traditional marketing strategies and media buys with the more recent and fast growing e-marketing components. In order to deliver a comprehensive marketing plan, one needs to know not only the traditional marketing metrics and criteria for visual aid testing, focus groups, demographic spreads, direct mail programs, etc., but it is equally and perhaps more important to understand that each of these elements is mirrored on the web but with important differences that are • The web is a different culture than traditional media; it is fluid i.e. it is always changing and fast. It is an interactive environment in which consumers have very different expectations than with traditional media. While it is true that conceptually there are similarities in marketing strategies in the two worlds, the execution, measurement and verification in the e-marketing world requires a different set of understandings. This perspective provides the first step toward delivering a clear, well-executed holistic marketing plan. Holistic marketing is a combination of selling with integrity, using your heart, mind, intuition and soul experience to promote your business. It sounds like another buzzword but the principle is an important one for any business.Holistic marketing simply means a whole marketing process. That's everything from initial image to after-sales materials. It requires the company to stop and think about how existing and potential customers view its brand, identity, staff, presentation, stationery, products, packaging and support? Successful companies make sure the overall image is seamless, to reinforce the brand and keep the customer involved. Holistic is one of those words that means considering a whole thing or being more than a collection of parts. Holism (from Holon, Greek for entity) is the idea that the properties of a system cannot be determined or explained by the sum of its components alone. The word, along with the adjective holistic, was coined in the early 1920s by Jan Smuts who defined holism as "The tendency in nature to form wholes that are greater than the sum of the parts through creative evolution."
Holistic marketing recognizes that “everything matters” with marketing—and that a broad. and implementation of marketing programs.THE HOLISTIC MARKETING CONCEPT A whole set of forces that appeared in the last decade call for new marketing and business practices. processes. integrated marketing.2). Holistic marketing is thus an approach to marketing that attempts to recognize and reconcile the scope and complexities of marketing activities. 5 . and social responsibility marketing (see Figure 1. design. and activities that recognize their breadth and interdependencies. integrated perspective is often necessary. internal marketing. The holistic marketing concept is based on the development. Four components of holistic marketing are relationship marketing. they also need a more complete. cohesive approach that goes beyond traditional applications of the marketing concept. Companies have new capabilities that can transform the way they have been doing marketing.
and members of the financial community (shareholders. Increasingly. The development of strong relationships requires an understanding of the capabilities and resources of different groups. employees. and media and distribution preferences. key constituents are customers. agencies).RELATIONSHIP MARKETING Relationship marketing has the aim of building mutually satisfying long-term relationships with key parties—customers. psychographics. investors. and other marketing partners—in order to earn and retain their business. Relationship marketing builds strong economic. This involves cultivating the right kind of relationships with the right constituent groups. analysts). university scientists. suppliers. allows buyers to design their own vehicles from 350 variations. Such rich. A marketing network consists of the company and its supporting stakeholders (customers. suppliers. services. retailers. and social ties among the parties. goals. and others) with whom it has built mutually profitable business relationships. competition is not between companies but between marketing networks. suppliers. They hope to achieve profitable growth through capturing a larger share of each customer’s expenditures by building high loyalty and customer lifetime value. dealers. 6 . and 170 trims. For marketing. demographics. for example. The ultimate outcome of relationship marketing is the building of a unique company asset called a marketing network. The operating principle is simple: Build an effective network of relationships with key stakeholders. ad agencies. multifaceted relationships with key constituents create the foundation for a mutually beneficial arrangement for both parties. Now that BMW. distributors. customers and up to 80 percent of its European customers are doing so. as well as their needs. 500 options. technical. distributors. and profits will follow. and messages to individual customers. and desires. with the prize going to the company that has built the better network. 90 exterior colors. distributors. up to 30 percent of its U. marketing partners (channels. employees. A growing number of today’s companies are now shaping separate offers.S. These companies collect information on each customer’s past transactions.
One traditional depiction of marketing activities is in terms of the marketing mix. Four Cs Customer solution Customer cost Convenience Communication Winning companies will be those that can meet customer needs economically and conveniently 7 . and advertising expenditures in the short run. which he called the four Ps of marketing: product. and utilizing a communications mix of advertising. The four Ps represent the sellers’ view of the marketing tools available for influencing buyers. Thus the firm typically makes fewer period-to-period marketingmix changes in the short run than the number of marketing-mix decision variables might suggest. Four Ps Product Price Place Promotion and with effective communication. McCarthy classified these tools into four broad groups.4 shows the company preparing an offering mix of products. However. Robert Lauterborn suggested that the sellers’ four Ps correspond to the customers’ four Cs. public relations. direct marketing. place. price. it can develop new products and modify its distribution channels only in the long run. and deliver value for consumers.3). events and experiences. and promotion (see Figure 1. The firm can change its price. each marketing tool is designed to deliver a customer benefit. sales promotion. Figure 1. the marketer’s task is to devise marketing activities and assemble marketing programs that maximize the ability to create. From a buyer’s point of view. services.INTEGRATED MARKETING With integrated marketing. Marketing-mix decisions must be made for influencing the trade channels as well as the final consumers. and prices. which has been defined as the set of marketing tools the firm uses to pursue its marketing objectives. sales force size. and personal selling to reach the trade channels and the target customers. Marketing activities come in all forms. communicate.
Two key themes of integrated marketing are that (1) many different marketing activities are employed to communicate and deliver value and (2) all marketing activities are coordinated to maximize their joint effects. In other words, the design and implementation of any one marketing activity is done with all other activities in mind. Businesses must integrate their systems for demand management, resource management, and network management.
Holistic marketing incorporates internal marketing, ensuring that everyone in the organization embraces appropriate marketing principles, especially senior management. Internal marketing is the task of hiring, training, and motivating able employees who want to serve customers well. Smart marketers recognize that marketing activities within the company can be as important as, or even more so than, marketing activities directed outside the company. It makes no sense to promise excellent service before the company’s staff is ready to provide it. Internal marketing must take place on two levels. At one level, the various marketing functions —sales force, advertising, customer service, product management, marketing research—must work together and be coordinated from the customer’s point of view. At another level, marketing must be embraced by the other departments, who must also “think customer.” In fact, marketing thinking must be pervasive throughout the company. Xerox goes so far as to include in every job description an explanation of how that job affects the customer. Xerox factory managers know that visits to the factory can help sell a potential customer if the factory is clean and efficient. Xerox accountants know that customer attitudes are affected by Xerox’s billing accuracy and promptness in returning calls. One of the most valuable skills marketers can have is the ability to select, educate, and rally people inside the organization so all employees enthusiastically help to build satisfying and profitable long-term relationships with customers. Internal marketing starts with the selection of managers and employees who have a positive attitude toward the company, its products, and its customers. The next step is to train, motivate, and empower the entire staff so they have the knowledge, tools, and authority to play their roles in delivering value to the customer base. After establishing standards for employee performance, the final step is to monitor employee actions and reward good performance—then continue the cycle of internal marketing through ongoing communication, motivation, and feedback. Developing internal marketing skills takes planning, time, and perseverance. Not every communication or motivation attempt will successfully influence every employee, just as not every advertisement or sales call will successfully influence every customer. Nor is internal
marketing going to be effective if it is treated as a slogan or passing fad. When internal marketing really works, however, it can help propel a company to the top of its industry. For example, internal marketing is a key strength at Southwest Airlines, where top management pays close attention to recruitment and training, internal communication, and workforce motivation. The CEO and president constantly visit different Southwest facilities, thank employees for their efforts, send birthday cards to employees, and share customer comments with employees. Southwest’s employees deliver superior service with a smile, and they are so dedicated that some have worked without pay to keep the airline’s costs down during difficult periods. Clearly, Southwest’s managers are good role models for learning to apply the critical skill of internal marketing.
SOCIAL RESPONSIBILITY MARKETING
Holistic marketing incorporates social responsibility marketing and understanding broader concerns and the ethical, environmental, legal, and social context of marketing activities and programs. The causes and effects of marketing clearly extend beyond the company and the consumer to society as a whole. Social responsibility also requires that marketers carefully consider the role that they are playing and could play in terms of social welfare. Are companies that do an excellent job of satisfying consumer wants necessarily acting in the best long-run interests of consumers and society? Fast-food chains, for instance, have been criticized for offering tasty but unhealthy meals. Recognizing these criticisms, companies like McDonald’s have added healthier items, such as salads, to their menus and have introduced environmental initiatives, replacing polystyrene foam sandwich clamshells with paper wraps and recycled materials. McDonald’s has even ordered its meat suppliers to eliminate the use of antibiotics that are also given to humans, specifically when those drugs are used to make animals grow faster. “We saw lots of evidence that showed the declining rate of effectiveness of antibiotics in human medicine,” says McDonald’s senior director of social responsibility. “We started to look at what we could do.” Situations like this one call for a new term that enlarges the marketing concept. We propose calling it the societal marketing concept, which holds that the organization’s task is to determine 10
the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the well-being of both consumer and society. The societal marketing concept calls upon marketers to build social and ethical considerations into their marketing practices. They must balance and juggle the often conflicting criteria of company profits, consumer want satisfaction, and public interest. Yet a number of companies, including Ben & Jerry’s, have achieved notable sales and profit gains by adopting and practicing a form of the societal marketing concept called cause-related marketing. Pringle and Thompson define this as activity by which a company with an image, product, or service to market builds a relationship or partnership with a “cause,” or a number of “causes,” for mutual benefit.”28 Companies see cause-related marketing as an opportunity to enhance their corporate reputation, raise brand awareness, increase customer loyalty, build sales, and increase media coverage. They believe that customers will increasingly look for signs of good corporate citizenship that go beyond supplying rational and emotional benefits. Avon, for instance, is the largest corporate supporter of the drive to find a cure for breast cancer, having generated more than $350 million since its first program in 1992.
THE HOLISTIC MARKETING TEAM IS REPRESENTED BELOW:
This approach is what can be termed as the concept of holistic marketing. fancy brochures. Other times. the successful marketing team is no longer the same. The organization markets itself through everything it does. The holistic marketing team is thus consisting of members from the marketing team. E-marketing is technology driven. Rarely is it used in its fullest sense .As a result of the changes in media environment. its substance as well as its style.as a pervasive strategy that colors everything an association does. Sometimes it connotes little more than glib salespeople. This team consists of real time interaction between media developers. project managers. Each of these individuals brings a piece of a necessary interactive discussion to the table. and market based technologies are the wave of the present and the future. Marketing is a widely misused term in the world of business. web masters. copywriter team and the designing team. marketing research team. 12 . Holistic marketing recognizes that the organization's sales and revenues are inextricably tied to the quality of each of its products. and the management team. and catchy slogans. and modes of delivery and to its image and reputation among its constituencies. services. Customer Relationship Management (CRM) and Enterprise Resource Planning (ERP) intra-organizational systems. marketers. A holistic marketing team is now required to address the complex issues of marketing on the web in conjunction with conventional media. Holistic marketing approach has led many organizations from barely surviving to thriving. It is that all-encompassing package that the organization then sells. it describes plans to sell more memberships or publications.
It's a clarion call to marketers to deepen their understanding and lift their efforts to identify. 13 . Even companies and their agencies that redeploy the traditional advertising 'broadcast mentality' and think they should give people 'brand' experiences will get also tripped up. The Unilever Institute of Marketing points out those two thirds of all economic activity are sparked by the influence of others.EMERGENCE OF HOLISTIC MARKETING Traditional Advertising is not dead. actively engage and empower people. No one wants a 'brand' experience. People are savvy. but its role has to be revisited and situated appropriately in a comprehensive and holistic marketing mix.
it became the central focus amongst the other business dimensions. the quarter share increased and marketing’s importance came to the forefront.The above graphic is a representation of what we mean by traditional marketing. 14 . Once the onsumer base was decided the product was conceived and developed The above graphic is representative of the changing face of the need of marketing in businesses today. Operations and Finance. It basically initiated from need analysis and hence was based on customer’s utility. Initially marketing used to have quarter of the share along with Human Resources. companies used to look for methods to fulfill that requirement. It used to consist of: • • • Understanding value Creating value Delivering value The old days were simple. Later on. At the third stage of marketing’s need and development. when and where there used to be a need or a requirement creation.
15 .the time of selling concept . the consumer still retains it KING position and marketing shares the major share of the business importance pie. The marketing concept preceded the selling concept and was based on earning profits through customer’s needs satisfactions. The changes in the organizations orientation towards the market can be shown follows: What started as a production concept and concentrated on low cost mass production then shifted gears and changed o the product concept that focused on the product features and utilities.that focused on profits through high volume sales. Many marketing executives probably think that the success of companies such as Dell has everything to do with their enviable ability to innovate because they are selling technologically innovative products in this technological age.Then came the time when the consumer became king and all the dimensions of business started being based around the consumer. Today. Then came .
marketing executives are learning that bringing a stream of innovative products to market does not enable them to uniquely position and differentiate their companies from their competitors. How many have similar. who are truly devotees. There are myriad examples of knock-offs out there. Think of a category such as cell phones.Business has relied on innovation to corner the market with new products and services for decades. Apple consistently demonstrates that its customers have an absolute passion for the brand. Now. The following diagram represents the change is focus from the selling concept to the marketing concept. 16 . marketing experts have long admired the kind of brand passion that Apple commands from its customers. there must be something deeper that drives these brands. if not identical. with a definite intensification in global competition. features? Basing corporate brand positioning and differentiation on innovation is no longer an effective strategy. For example. While companies like Dell are extremely adept at building innovation into new products. In international business circles.
and what they need or want. Marketers need to identify new customer benefits from the customer's cognitive space. and the company’s resource space. • • • How can a company identify new value opportunities? How can a company efficiently create more promising new value offerings? How can a company use its capabilities and infrastructure to deliver the new value offerings efficiently? Because markets are dynamic and competitive. which is an important one for any business. Thus. To exploit a value opportunity. and business partnership management. using your heart. HOLISTIC MARKETING FRAMEWORK The holistic marketing framework enables management to answer the following questions. how they behave. management needs a well-defined strategy for value exploration. It 17 . Amongst these marketing strategies. It is a principle.The changes from selling concept to marketing concept later on led to the emergence of various new marketing strategies. Holistic Marketing came to the forefront because it encompassed all that there was to create and fulfill the needs of the consumers to the fullest. internal resource management. and select and manage business partners from its collaborative network. the company's competency space. mind. Customer relationship management allows the company to discover who its customers are. To be able to deliver value requires substantial investment in infrastructure and capabilities. utilize core competencies from its business domain. Holistic Marketing is thus a combination of selling with integrity. intuition and experience to promote one’s business. the emergence of Holistic Marketing started from the evolution of new and varied marketing strategies. The company must become proficient at customer relationship management. the company needs value creation skills. Developing such a strategy requires understanding the connections and interactions among three spaces: the customer's space.
The strategy and tactics behind marketing programs have changed dramatically in recent years. customer relationship management and internal resource management . business domain. business domain and business partners . A brand contact can be defined as any information bearing experience a customer or prospect has with the brand. which is made up of several value chains. CRAFTING THE COMPETITIVE PLATFORMS The four building blocks in the holistic marketing framework constitute a strategic foundation for crafting four key competitive platforms for establishing corporate and business strategies. resource space.also enables it to respond appropriately. Marketers are creating brand contacts and building brand equity through many avenues. DESIGNING HOLISTIC MARKETING ACTIVITIES Brands are not built by advertising alone. the company requires internal resource management. the product category. online or telephone experiences. and payment transactions.gives management strategic insight for developing market offerings. Customer comes to a brand through a range of contacts and touch points: personal observation and use. or the market that relates to the marketer’s product or service. competency space.cognitive space. Business architecture platform: The next set of basic building blocks . such as 18 .customer benefits. Marketing activities platform: The next set of basic building blocks . 2. customer benefits and business domain . To respond effectively. 3. interactions with company personnel.helps management formulate its marketing activities to support the market offerings.competency space. Any of these experiences can be positive or negative. Market offerings platform: The first set of basic building blocks . word of mouth. The company must effort into managing these experiences as it does in producing its ads.guides management in reconfiguring the business architecture. 1.
As part of integrated marketing. sponsorship. a family themed entertainment-based retail destination. may not adequately describe modern marketing programs. Integrating marketing is about mixing and matching marketing activities to maximize their individual and collective effects. the world’s largest shopping mall. among other things. and social cause marketing. trade shows. factory visits. with $2 billion in sales and over 500 restaurants. the approach helps to create relevance and an emotional connection. even marketing. Regardless of the particular tools or approaches they choose. JONES SODA Peter van Stolk founded Soda on the premise that Gen Y consumers would be more accepting of a new soft-drink brand if they felt discovered it themselves. To market its cereals. Although only may be 40 or so are picked annually from the tens of thousands of entries. integration. snowboards. marketers need a variety of different marketing activities that reinforce the brand promise. and skateboards. The Jones Soda Web site encourages fans to send in personal photos for possible use on Jones Soda labels.clubs and consumer communities. General Mills supplemented traditional advertising and promotion with. INTEGRATION One implication of these new marketing approaches is that the traditional “marketing-mix‿ concept and the notion of the 4 Ps”. holistic marketers emphasize three important new themes in designing brand-building marketing programs: personalization. Cereal Adventure. in part 19 . inside Minneapolis’s Mall of America. Jones Soda initially was sold only in shops that sell surfboards. and internalization. public relations and press releases. The Olive Garden has become the second-largest casual dining restaurant chain in the United States.
5.Brands which have added aesthetics for differentiation. restaurants. Toyota 4. are the ones that do extremely well.a new business model. clubs. Rent-a-Car 2.be the company. Harley Davidson (who have also gone into apparel.through a fully integrated marketing program. Strategies that really work. Examples: Starbucks. Examples: Bang & Olufsen.) 3. style along with looks. Cost reduction . 20 . Swatch watches. Innovative business model . Samsung.Examples: Barnes & Noble. Southwest Airlines. Highest product quality – The best way to create more and more customers is by keeping improving and being high on quality too. Charles Schwab discount brokerage. and their 'themes' have been thought through from the users point-of-view. according to Mr. FedEx Barnes & Noble were one of the first bookstores to provide tables and chairs. to have lectures from authors at night . Philip Kotler: 1. 6. Examples: P&G. Improved customer experience – More and more emphasis at creating a better experience for customers. WalMart. pens. Examples: Apple iPod. Examples: Knockdown furniture business Ikea. Design . Product Innovation – Products today need to be based on technological breakthroughs and advanced customer needs. which finds a way to make something more affordable and good value.
etc. TV. Who is involved? 2. What are the relevant market spaces? 3. The idea is for the target audience to see a consistent message 21 . direct mail. What are the business capabilities and infrastructure required? FACTORS CAUSING EMERGENCE OF HOLISTIC MARKETING Integrated Marketing or Multi-channel Marketing is growing trend in the Advertising Industry.e. This marketing strategy involves the customers. What are the potential emerging opportunities? 4.) with similar messages. The 4-point structure of today’s holistic marketing approach can be stated as follows: 1. the organization as well as the employees in the organization. Internet. This strategy plans marketing campaigns that use multiple mediums (i.DOES HOLISTIC MARKETING EXIST TODAY? HOLISTIC RELATIONSHIP MARKETING FRAMEWORK 1) Who is involved? CUSTOMERS CORPORATION COLLABORATORS MARKET SPACE 2) How can we define relevant market space? POTENTIAL OPPORTUNITIES 3) What are the potential opportunities emerging from the market space? BUSINESS INVESTMENT 4) What business capabilities and infrastructure required? CUSTOMER CORE FOCUS COMPETENCIES Printed on CANON COLLABORATIVE NETWORK Based on all the evidence we can safely state that holistic marketing have more relevance today than in the earlier days.
2. decoding their language. In order to have a successful campaign. A product or shopping experience. The Holistic Marketing Approach takes this concept a step further by planning how each of these mediums will interact as well as build upon each other. not as an isolated entity but as a synergic member of the company. The days of a single campaign or medium standing alone is gone. and strategizing to win the battle" is still commonly used. marketing professionals need to strategize based on the business goals and tailor strategies and campaigns to use whatever medium that can best meet those goals with the highest return on investment at the lowest cost to the company.Consumers buy. marketing professionals need to think from the top down. For established products to attract and retain consumer interest. people live. Holistic Marketing grew from the basic marketing principles of business . By approaching marketing. it is critical that innovative retailing. instead of the bottom up. 1. experiences fulfill desires.Products fulfill needs. COMMANDMENTS OF HOLISTIC MARKETING The "Commandments" illustrate the difference between traditional concepts of brand awareness and the holistic concept that a brand or a product needs to express in order to become preferred. or other media campaigns to successfully attract the target audience or prospective customers. In communication circles the consumer is often approached as the "enemy" who must be attacked. Buying just for need is driven by price and convenience. A business cannot rely strictly on print. At the highest level. company collateral. From Consumers To People .through a multiple of vehicles. advertising. such as REI stores' rock climbing walls or the Discovery Channel stores' myriad of "sound zones" has added value and will remain in the consumer's emotional memory as a connection made on a level far beyond need. marketing initiatives are more efficient and cost effective allowing for the highest return on investment. Terminology like "breaking down their defenses. From Product To Experience . 22 .each action by a company should contribute to the business goals. and new product launches capture their imagination.
Service involves a basic level of efficiency in a commercial exchange. It is one of the most important values of a brand and it requires real effort from corporations. Sensorial design is about experiences.Communication is telling. mugs. From Honesty To Trust . From Ubiquity To Presence . It is what you feel when you walk into a store and find that the music. 4. and then extend to an overall design strategy. caps. Relationship is acknowledgment. From Quality To Preference . encompassing all of the corporate-to-customer touch points: communication hierarchy. Brand presence can have quite an impact on the consumer.3. It is what allows or prevents a sale from taking place. it is expected and had better be delivered. Dialogue is sharing. The bulk of most budgets are still spent on advertising efforts that approach consumers with the B1 bomber approach: a massive. One of the most powerful moves toward building consumer trust was retailers' implementation of the "no questions asked" return policy some years ago in US. From Communication to Dialogue . Many marketers design for maximum function or visibility and not for the real experience of the consumer. Preference creates the sale. and the salespeople all speak the same language-the customer's! So how are meaningful brand experiences created for the customer? They begin with the actual design of its products or services.Quality for the right price is a given today.Service is selling. Communication. But relationship means that the brand representatives really seek to understand and appreciate who their customers are. especially if it is strategize as a lifestyle program. packaging of 23 . a player uniform. From Service To Relationship . 6.Trust is something else altogether. 7. There is hardly a stadium. And then. 5.The functionality of a product is about practical or superficial qualities only. of course. is primarily about information-and information is generally a one-way proposition. Emotional presence is felt. Take it and like it-hopefully. as conducted by many companies. a concert hall around the world that has not been used to promote a brand. and so on. Quality is a necessary offering if you want to stay in business.Ubiquity is seen. Functionality can become trite if its appearance and usage are not also designed for the senses. there are the T-shirts. all-encompassing blanket advance at the target audience. From Function To Feel . the decor. It can forge a sound and permanent connection with people.
material. do. The site should be gotten into shopping portals. 24 .products/services. if properly designed. AN EXAMPLE OF HOLISTIC MARKETING Holistic Marketing is the approach by which an entire marketing strategy is created and deployed keeping in mind all aspects of a business. Again. aligned and managed in conjunction with the corporate brand. advertising. What this means is that a company realizes that every interaction they have with a client needs to be managed and utilized to constantly lead the client experience. type. A positive experience at one touch point does not signify what we mean by "experiential" branding. This example uses a website that sells furniture. one should include catalogs or other collateral with every product that ships out. Now that new visitors are using the site. Here is an example of Holistic Marketing Online. the business's Web site. promotions and more. all of the customer touch points. style. every part of a harmonious whole. Initially. call center interactions with customers. its letters and special offers to customers. Then one should think about affiliate marketing to grow the site’s reach. creates a total customer experience. Once people have purchase products. The site is made very usable and clearly navigable allowing users to find the products they want through many paths like room. an email marketing campaign should be focused on getting special deals out to past clients or clients who have requested newsletters or tips. Then the site has a good search engine optimization so people find them in search results and then they go to relevant pages of the site. they write articles about decorating and room design to engage users interested in furniture. All of this.
These changes need to be fed back to the marketing department regularly. An approach that involves all players. through desktop research. Credit controllers should always be courteous . live. We also refer to the advertising agency.in all cases. finance and HR departments.The process must start with the marketing department. through e-mail campaigns. the sales. and smell the company's brand. that includes the CEO and CFO) need to understand the requirements of their clients/customers. Ultimately it is the closed sale that signifies success. 25 . a system based on partnerships where everyone has something to gain or lose by a campaign's success or failure. the media placement agency. breathe. relationships can be severely hampered. • Finance . Everyone needs to be part of the plan.These are the people that close the deal directly with the client on a daily basis. These are the people who should know. Top management (and yes. And so when we market holistically . PR. It's what we call holistic marketing. Directly. through focus groups.we are do not just refer to the brand or marketing manager. Who all need to be involved in a holistic marketing campaign? • Marketing . but it's vital. Communication may be a cliché. It all starts at the top. They see the nuances and feel the changes in sentiment. etc. the online marketing agency. These are advertising agencies. • Sales .Are the companies that bring marketing strategies to life. • Agencies . use a creative approach that will 'talk' to prospective clients.Money is a hot topic for many people and if not dealt with sensitively. To be able to do this. eat.The goal of holistic marketing is to support the company through every phase of the sales cycle in a consistent and strong messaging with actions at every step of the process. one needs to interact with the client. They put color to the canvas. In other words. all parties that are involved in opening the right doors to get the right lead for a business and then closing the deal. online agencies.
service. and capturing customer lifetime value. But ultimately. base it on a solid strategic marketing communications plan. developed for a defined audience with a defined need and then tested and retested. • Product Development . by the whole company and agencies.‿ According. If all the details are not listed. Value exploration How can a company identify new value opportunities? 26 .This department makes sure that new clients become valued. Do what needs to be done to make it happen. etc. HOLISTIC MARKETING ORIENTATION & CUSTOMER VALUE A holistic marketing orientation can also provide insight into the process of capturing customer value. One conception of holistic marketing views it as “integrating the value exploration. to this view.not three days later. ask. delivered. holistic marketers succeed by managing a superior value chain that delivers a high level of product quality. but immediately.• Operations . • Customer Services . A marketer can have the most brilliant strategy and the best campaign. If this is not done timorously. the product must be installed. long-term clients. but if that product or service doesn't deliver. That clients' stay with the company by maintaining services levels and delivering on expectations. Following-up and following-through. building customer loyalty. Holistic marketers achieve profitable growth by expanding customer share. what may have started of as a good experience for the client will quickly change. and value delivery activities with the purposes of building long-term. And service is as basic as returning calls . taking responsibility and being accountable are all basics. value creation. yet magical tools.This needs to be a thorough process. Marketing needs to be owned. effectively and efficiently. no one area can be isolated or seen as being more important than another. it will mean zero.Once the sale is made. The holistic marketing framework is designed to address three key management questions: 1. and speed. brainstorm and give ideas. mutually satisfying relationships and co-property among key stakeholders. In short.
Value delivery How can a company use its capabilities and infrastructure to deliver the new value offerings more efficiently? If you need evidence that we need a holistic approach to marketing. 2006 edition of Business Week. Value creation How can a company efficiently create more promising new value offerings? 3. According to the survey managers tend to want to collaborate more with their employees the more educated they are. I wonder if there is a Bill Gates or Michael Dell somewhere in the 76% without a college degree who might be able to help. Only 24% of those with a high school diploma or less say their bosses asked them for advice compared to 54% for college graduates. you don't have to look any further than the Big Picture feature (Up Front) in the October 2. The feature pointed out the sad disconnect between what business leaders say and what they do. For those who didn't see it. a new survey revealed that managers tend to ignore their lower-grade workers when it comes to seeking their advice.2. 27 . and business in general.
28 . It is astounding to me that the very ones we trust to work one-on-one with our customers are the same ones that we pay the very least and obviously. If everyone in the organization started seeing themselves as part of marketing. can successfully use implement a holistic marketing campaign. Direct mail promotions and catalogs are not new concepts. we tend to treat the folks who work hands-on with customers as if they are functionaries with little or no added value. INTERNATIONAL EXAMPLES OF HOLISTIC MARKETING Amazon is one example of how a business. But how is Amazon a great example of Holistic Marketing? To see how Holistic Marketing can be adapted to this situation you need to look at the larger picture. but integrating messaging and referencing each medium enables Amazon to maximize their return on investment and develop a personal relationship with their customers. advice or input either. Amazon must be more creative and resourceful to develop customer loyalty and exposure to their target audience. By melding the traditional concept of direct mail with personalization by providing e-newsletters and personal recommendations notices send via email. from this survey. don't bother to ask for help. • • What is the main business goal of Amazon? To become profitable and expand How does the above marketing strategy fit into these business goals? In order for a business to become profitable it needs to develop a strong relationship with the customer and develop brand identity or loyalty. As an Internet-based store Amazon does not have the luxury of foot-traffic of a traditional brick-and-mortar store. This is taken a step further by mailing personalized promotions and referencing the email notice.As the feature points out. started thinking about how they can create and communicate value to the customer then we would be a lot closer to maximizing the human potential available to us. even a Dot-com. Amazon is also using traditional direct mail catalogs and referencing them on their site in order to get retuning as well as new customers. Many of the solutions we are searching in vain for are locked up inside folks up and down the organization if we would only ask them.
Ang Lee. It is because of their personalized advisory selling approach and unique AVON recipe. Supermarket. EXAMPLES OF USE OF HOLISTIC MARKETING IN INDIA RANBAXY .e. and Western Europe. Amazon does this by offering customized enewsletters. AVON builds a business that earned $5 million in revenues. Tony Scott and top actors and celebrities like Gary Oldman. email. to create short action films for on the internet. challenged Ranbaxy to become a truly global company. BMW’s big idea . The power of this project vests in the fact that it is still as relevant today as it was 10years ago when it was first released. 29 .S. personalized recommendations. James Brown. Clive Owen. department stores and boutique would be the naturals as option for channel strategy. Ranbaxy then entered the U. e-newsletter. and promotions based on preferences or buying habits. until recently to direct home to home delivery and personal selling as a viable strategy of building a large business in personal product. Avon – Few would have given much thought. Parvinder Singh. Yet in the US.” • • The company moved into higher-margin businesses like selling branded generics in large volume markets like China and Russia.they wanted to link their cars to action and excitement so they used top directors such as Guy Ritchie. What it can do is to create a pocket of excellence. Madonna. Its new CEO. depending on the degree of sophistication. BMW have now also extended the life of this concept by developing comics around the same big idea. He said: “Ranbaxy cannot change India. and mailer). • How can these ideas be reinforced? Use multiple mediums or touch points to reach the customer (i. exclusivity and price premium attached to the brands. Ranbaxy must be an island within India. How does a virtual store do this? By offering personalized services that appeal to the customer's preferences.Originally sold bulk substances to unsophisticated markets but gross margins were too low to cover export costs.• • How does a company do this? Personal attention and service.
GROWING POPULARITY OF HOLISTIC MARKETING This is the story of how holistic marketing was used to rescue one organization from the brink of extinction. This packaging was first tried with shampoo in small way and later entered to a wide range of products.• In just five years. As a result. As a result. with personal incomes as low as US $ 50 a month. its difficult to find markets for which initial outlay is low enough. made up of plastic and heat sealed. "Stale and stodgy" was how one friend used to describe it.is what restored vitality and success to BIPAC. vibrant organization that is widely respected in both the business and political communities. encourage occasional users as well as new buyers. Perhaps there are lessons here for your association. Business-Industry Political Action Committee (BIPAC). its debt has long been paid off. we still were running a deficit. easier to overcome low per capita incomes and low usage rate. . What happened? Marketing in its fullest sense .C. more than half of its US$ 250 million revenues now come from outside of India. BIPAC's revenues began to stagnate and slump. Revenues were falling. which it never was able to pay off 30 . that remains its primary mission. Although expenses had been cut to the bone. capable of local refilling and repackaging. BIPAC's revenues have increased 70 percent in four years. At one point. During the 1980s and early 1990s. BIPAC developed an image among friends and supporters as a reluctant-to-change organization that did the same things in much the same way it always had. the organization incurred a sizable revolving debt. D. Washington. to alleviate a cash flow problem. BIPAC's ability to survive was in serious question. Saddled with a 10-year-old debt.. A) SACHET SHAMPOO CASE – there is a wide disparity in India between the urban and rural population in purchasing power and penetration of consumer products with 70% of the population living in villages. was in serious financial difficulty. Today BIPAC is a financially healthy. The only device which made it possible was the sachet. and a steadily growing surplus is enabling BIPAC to build a reserve fund. BIPAC was founded in 1963 to elect pro-business candidates to Congress.a holistic strategy of marketing . easy to carry and disposable. The challenge is to find a device with features such as which have a low unit price. have high function ability.
The first was a decision by BIPAC's board of directors to rescue the organization from its long-term debt. gain access to 31 . Being quoted and cited in the press is a great boost to marketing. invitations to BIPAC’s monthly political briefings. • Stratify services .and then finding the best ways to meet those needs. begin to develop new services. Implementation of the plan required bringing on to the staff a top professional experienced in fund-raising and marketing. two events occurred that proved pivotal. BIPAC has long been known for thoroughly researched and well-written political analyses. A relatively brief but intense campaign among board members raised the money to pay off the debt and give the organization a modest cash cushion. That approach worked fairly well for a number of years. But they treated both their services and their market monolithically.The strategy evolved over a period of a year or two.permanently. Increase visibility and prestige. the chief staff executive and the staff review specific areas that need improvement. One was the creation of a Web site that includes a breadth and depth of political intelligence available nowhere else. For example. Also use focus groups and questionnaires to evaluate existing services and find out what else supporters want. For the turnaround. which then developed a plan to market BIPAC. "Major Supporters" also got invitations to the Barometer Breakfasts.Based on what customers tell. High quality for BIPAC also means quick and complete responsiveness to supporters' requests and questions. ELEMENTS OF HOLISTIC MARKETING . These were: • Quality – to be achieved in everything that BIPAC did. BIPAC never really had a marketing strategy. "Basic Supporters" received the publications. • Expand services . • Listen to customers . Periodically.This kind of marketing strategy requires staying in close touch with the supporters to learn what they want and need . and access to the entry level of the Web site. The second event was a decision to place responsibility for fund-raising with the 10-member staff.Stratifying services by level of financial contribution was another valuable sales technique. and used telemarketing as their primary tool for getting business dollars.
HOLISTIC MARKETING AND CHALLENGES Holistic Marketing is the idea that marketing is everything. Holistic Marketing is not just thinking about the customer strategically as in having a market orientation or achieving consistency of message. This old paradigm is broken because it leaves out the folks in between who really drive value for any organization. including an additional series of issue-oriented breakfast meetings. • Motivate the staff . "Premier Supporters" obtain still greater services. It is the idea that to truly be successful an organization must have a holistic approach to marketing where each facet of the organization is focused on how to add value to the customer and communicate that value. recognizing that different companies and associations have different needs and abilities to contribute. it has to be accepted by every staff member. The challenge is to focus on building value in everything that the organization does. • Go all the way . A business can have the best strategy and marketing communications in the world but if the people who deliver the product or service aren't interested in creating value for the customer then the entire equation will be undermined. and participate in Political Leadership Forum. not only those in marketing and sales.the databases on the Web site. Too often creating value is left to the innovators and strategists while marketers are tasked with communicating that value. The great challenge then is to get everyone within the 32 .Holistic marketing turned out to be BIPAC's salvation. look and feel across all platforms as in integrated marketing communications but rather focusing on the principle that if value is not being created it is being destroyed. The staff requires support from the board and requires education and motivation from the chief staff executive. the folks on the line who execute. Holistic marketing permeated the entire staff and would not have worked in partial steps.If the concept of holistic marketing is to work in an organization in which the staff bears the primary fund-raising responsibility. • Segment your market – BIPAC segmented their current supporters and prospects by size and by scope of their Washington involvement.
When everyone in an organization feels empowered to create the next customer solution then you get value being added up and down the organization. One-sided marketing campaign based on the traditional 4 P’s of marketing – Product Price Place Promotion is INADEQUATE in developing consistent messages. Branding is everybody’s business.organization pulling in the same direction. 33 . This has to be replaced by a holistic solution for brand development that is every individual throughout the organization needs to be on board in an exercise of such magnanimity. One of the pillars of this new philosophy of business is the seminal work. Holistic brand development presumes synergistic use of culture. These two elements combine to give people within the organization something to believe in which results in them all pulling in the same direction. The folks on the line will only continue to add value if they are engaged in the process and empowered to do so. Brand building is a costly exercise. designs and communication in order to create differentiation. products and services. behavior. that value is not created in the corner office but by those on the line. A compelling and consistent message should be delivered throughout the organization in each brand – customer – employee interaction. This claim of distinction should be generously supported in every aspect of. and interaction with your brand. A claim of distinction helps a brand to stand out the off cluster and provides the customer a clear reason to choose the brand over the competitor’s offerings. delivering the product or service to the customer. “Everything that an organization or any individual in an organization does – create a brand” is the underlying dictum. Holistic marketing is this concept. Collins and Porras postulate that one of the driving forces behind great organizations is a shared sense of purpose and a culture so strong it is almost cult-like. markets and customers. Brand building initiatives should emanate from very area that is significant to brand audiences. even by those folks at the bottom of the pyramid. Built to Last by Jim Collins and Jerry Porras. In a survey of marketing executives. 85% were indicative of the fact that marketing efforts fail because marketing department is the only group behind all the initiatives and efforts. MARKETING SUCCESS THROUGH HOLISTIC APPROACH A brand is a claim of distinction.
ATTRIBUTES OF A HOLISTIC BRAND A holistic brand is: 1. Attracts employees. “If coca cola’s assets were destroyed overnight. A brand could be regarded as the DNA that runs throughout the organization and thus imparting it a particular and unique identity. Corporate Communications. tone. packaging. Such is the power of a brand. as they are proud to work for the organization offering the holistic brand. logo. visions. It’s a promise. ambience. One that takes the lead in developing the industry 2. Coca Cola. It is the integrated message imparted by every possible touch – point like communication. Attracts suppliers by being an active partner. It is the signature of the company that envisions the intent of the owners of the company. Attracts investors for the value that it creates. offerings. jingle. VP. Corporate identity is in itself a holistic concept and indispensably needs holistic branding for its successful execution. 5. A brand is much more than the logo. 4. It is a highly intangible asset that needs strategic nurturing to provide a consistent identity. whoever owned the coca cola name would walk into a bank the next morning and get a loan to rebuild everything” – Carlton Curtis. pitch. a claim that distills and expresses the core identity and personality of a company and its offerings. insignia through a judicious use of media.HOLISTIC BRANDING AND CORPORATE IDENTITY Corporate identity is the essence of all impressions and influence of or about the organization held by its stakeholders. HOLISTIC BRANDING AT STARBUCKS 34 . Customers choose it for the value that it creates for them 3. color scheme.
negative or neutral. is a lesson for all of us. This. it may help re-establish brand continuity. “You don’t build it for yourself. which can be delivered through market mechanisms. focus groups or some other research vehicle. Connecting with the customer – Holistic marketing is about giving customers what they really want. It aims for a substantial enlargement in the kinds of value. philosophy and the reason for its existence is most likely instilled by the brands founders. You know what people want and you build it for them” – Walt Disney. Internal audiences probably understand the importance of history better than most stakeholder audiences. STRATEGIES FOR HOLISTIC BRAND DEVELOPMENT 1. Obtaining qualitative inputs from internal audiences can be critical to inventing or re-inventing the brand. The mission at Starbucks was not only to attract customers to the coffee business. He made profuse use of power of the Emotional Selling Proposition (ESP) where products are perceived to be superior primarily because of a customer’s emotional attachment to the brand. Music and Starbucks struck a connection with customers before the competition could even imagine its potential correlation.Starbucks is known for its quality driven specific brand image. It gives a 360 degree picture of the brand and helps understand more of the dimensions of the current brand. its history. but to make it so uniquely memorable. Connecting with the company’s internal stockholder’s – Align the external and internal values – Involving the company’s internal stockholder’s especially the employees and the management of the organization in the delicate process of brand building can help creating a holistic brand experience. If they can share their understanding of a brands heritage. so that people come back again and again while serving as extended sales people to everybody that they know. whether they are positive. Howard Schultz’s founding success principle was: “Never compromise quality or price for quantity”. touch. A brands heritage. smell and sound. indeed. whether it is done via one on one interview. Starbucks embraces holistic branding by integrating sight. 2. taste. 35 . It allows for thoroughness or to understand the brand from a variety of angles. Schultz was on the cutting edge of branding when he crafted his specific brand image.
Deliberations and decisions on corporate values and intends and consistent execution of the same to every possible consumer touch point. ICICI’s campaign “Hum Hain Na” is basically an extension of its intent to be a Trust Mark. a confidante of the consumer. 3.TATA encashes upon this dimension. and ability to express. 36 . This does not happen without proper training. why these truth’s may differ and how they are shared within the organization.connecting the brands future positioning to its roots. the brand is represented by the entire organization right from the receptionist at the front desk to the customer service rep staffing the phones to the CEO. This exercise is especially helpful to marketers trying to ascertain whether the organization’s (or internal) “truth” about the brand matches the markets (or external) “truth” about the brand. A rigorous training for the employees helps the organization in its pursuit of developing a Holistic brand. a component of anything and everything and organization does. Take the case of HDFC where all the employees know exactly what HDFC stands for and what products it offers. the brand positioning and attributes. This involves a phase of qualitative research with the top brass of the organization and translating the intent in every message that is exposed before the audience. Creating a good product creates a better and honest identity . Despite the fact that it is the marketing department’s baby. TO CONCLUDE WITH The brand is an asset. each of your employees must integrate your corporate vision and reflect it internally and externally. TATA Company’s announcement of donating a particular sum per packet sold of TATA salt to a beneficiary NGO is driven by the corporate intent of social responsibility and making a difference to the society. The umbrella brand “TATA” has become synonymous with quality and trust. Employees are critically important ingredients of the brand and they need to develop a shared understanding of brand values in order to manifest brand supporting behavior. As brand stewards. Doing this generates a feeling of involvement and ownership among the internal audiences in the resulting of brand positioning. A strong brand necessitates that everyone in the organization has a comprehensive understanding of. 4.
With more than 30 years experience in corporate identity. experts from Monigle Associates predict branding will take on new significance among corporate executives in 2003. "Companies are becoming much more thoughtful and strategic about aligning their brands with their business objectives. elevate branding discussions to the executive level. branding and environmental graphics. the promise of that brand should direct how an organization behaves toward all of its audiences. Remember that we are carving an identity that is not transient but lasts as long as eternity." said Jacobs." 37 . shareholders and the government clamor for truth and accountability from American businesses. "A positive experience with the accounts receivable department will tend to be more personally meaningful to a customer than any broadbased marketing campaign. principal of Monigle Associates. Corporate executives are realizing that successful execution of the brand means a more holistic approach than just approving a new ad campaign." Here are some additional branding trends to watch for: Experiential Branding to Increase . Because the brand is a reflection of what a company wants to be." said Rick Jacobs. as consumers. "and if the experience validates other communication the customer receives from the company. discussion about branding has evolved to include more than just members of the marketing department.Corporate identity is in the words of tom Peter’s a trust mark.As businesses shift their brand strategy to an even more strategic level. and consider the impact of corporate decisions on their brands. It has to be well orchestrated with all possible audience touch points. "As a result. Jacobs predicts more corporations will incorporate "experiential" branding branding in which organizations connect with their stakeholders by enabling them to experience the brand promise through all company touch points. companies and other organizations will reexamine their values. FUTURE OF HOLISTIC MARKETING IN INDIA After a year of exposure to corporate scandals and economic challenges. shorthand a sorting device. and how the public sees it. he or she may be more likely to be loyal to that brand in the future.
business units and companies without having to reinvent their brand hierarchy every time. but also by taking into account the emotional effect the brand has on their stakeholders.A smart organizations will calculate the success of their brands not only by numeric measurements. services. and the result is often brand soup.When two companies merge. Now. including its vision and points of differentiation. companies use a person's emotional intelligence as a success indicator. Measuring Your Brand's Emotional Intelligence . industry analysts. Since brands resonate emotionally with people who come in contact with them. decisions for naming the merged entity often aren't strategic. it doesn't make sense to measure their success strictly on numbers alone. It will be up to company leaders to ensure employees receive an orchestrated presentation of the organization's core values.Company employees will continue to play a key role in executing the brand. which will enable them to incorporate new products. 38 . without consideration of other brands. business units or future acquisitions." says Jacobs. and shareholders. brand-savvy companies will know the importance of having a clearly articulated brand architecture and naming conventions. "The new name maybe the result of closed-door discussions between CEOs or attorneys. and members of the media. In 2003. the community. by acting as ambassadors to customers." Creating a Strategic Blueprint for Brand Architecture .
CHAPTER 2 REVIEW OF LITERATURE 39 .
40 . personalization and customization. marking a visible shift from “marketing myopia” to “marketing hypermetropia”. Dec 2007) According to him most marketing academies practitioners view marketing and consumer behavior from the perspective of what happens before the product is consumed. the marketing system of the world should be shown with great adaptability and responsiveness. N. to be successful a company needs to be not just High Tech but High Touch as well. pricing them appropriately having them available when and where they are demanded and promoting the products/services. Deliver what you promise-on time and in a visible fashion. Sustainable marketing requires that we spend an equal. A satisfied customer is not going to shift his loyalty to the competition’s grab for additional sales. The emphasis is on attracting customers to products. Finally. companies are prepared to do anything to keep their customers happy and satisfied. The reason of all this is pretty simple. “If you would not take care of your customers. amount of time and energy on what happens after the individual or business “consumes” the product. The same spirit needs to be applied to sustainable marketing and hopefully. A satisfied customer is the best advertising a firm can do. Future of a business can be very bright if it nurtures the key relationships well. Sehgal (Indian Journal of Marketing. Sustainable Marketing: Challenges and Opportunities By Rajeev Kumar Panda (Indian Journal of Marketing. In contrast.” So the firms should keep pleasing customers and they will keep coming back.REVIEW OF RELATED LITERATURE Relationship Marketing: A Source of competitive Advantages By Dr. march 2007) According to him with the advent of relationship marketing. environmentalists focus almost exclusively on consumption and post-consumption rather than what goes on beforehand. Business firms are now willingly engaged in constant improvisation. your competitors definitely would. K. Designing products in more of a modular fashion to make it easier and cheaper to repair than to grow away the “used” one and buy a new one is a step that is currently being taken by some furniture companies. So. if not greater. much more progress and prosperity can be achieved in the times to come. in present times.
CRM has emerged as the core marketing activity for companies. frequent introduction of new products. Green Marketing: An Illusion or Reality By Sheenu Jian (Indian Journal of Marketing. CRM is the customer centric business culture. and within companies. CRM demands building trust as a binding force for value added relationships. The main research focus is on marketing management aspects in place marketing. etc. which help in effective marketing of the brand. and corporate cultures when trying 41 . The study makes a managerial contribution by giving recommendations for place marketing practices. A large number of factors have contributed to maintain relationship with customers. such as increasing pressure of competition. which benefit both the company as well as the customers. The study builds a framework and analyses place marketing practices from the perspectives of the process. Success Factors of Place Marketing: A Study of Place Marketing Practices in Northern Europe and the United States By Dr. shrinking life cycles of the products. and by offering a new and holistic framework to help places move to a more systematic and effective marketing approach. brand marketing has evolved from a production oriented process to a customer centric approach. today marketing has slowly but steadily moved towards retaining the customers for longer period to ensure customer loyalty and greater profitability. decreasing customers loyalties. intense brand struggle. In fact. legends abound about the difficulties posed by customers. highly informed and more demanding customers. Rainisto ( Sep 2003) The aim of the study is to evaluate which are the most critical success factors in place marketing.Brand Marketing through CRM By A. Seppo K. Thus. building long-term customer relationship with customers is the key to success for the company. I a fiercely competitive environment. and how these factors could be utilized in place development. K. Therefore. assessment criteria and success factors. May 2007) According to him Green marketing has its own methodology. colleagues. Jan 2008) They observe that over the years. Mishra and Pallavi (Indian Journal of Marketing.
Strategizing from marketing point of view is of crucial importance as this is the platform of direct interaction with the customer. it takes the form of inertia (prolonged company action). 2004) In this radically changing business environment. but not in the other. K. organizations need to develop new competencies almost every minute to be ahead of the competitors. marketer would follow their lead. Finally. managers are urged to look beyond dynamic consumer and competitor response and to evaluate their company's and retailer's decision rules for expanded marketing actions when assessing long-term marketing effectiveness. competitor response reduces the net long-term impact in one application. expanded company action is a main contributor to net long-term marketing effectiveness in both datasets. For strategic actions. With a variety of good options available to the customers in almost every industry. Information & Services By Komal Chopra (Dec 12. such as advertising and product line extensions. The practical implementation of green marketing has been often worked on the assumption that since greening was what customer wanted. as promotions continue for several weeks due to both manufacturer and retailer decisions.Role of Relationships. As a result. Dynamic Competitor Response and Expanded Company Action Shape Longterm Marketing Effectiveness By KOEN H. For tactical actions. Second. Utmost care has to taken to give the best to the customer in order to expect the best. How Dynamic Consumer Response. Ching. Customer Lifetime Value: stochastic optimization approach By W. Wong and E Altman (Journal of the operational Research Society. K. April 2004) 42 .to develop greener strategies. Strategic Marketing . cross-marketing support (integrated company action) adds strongly to dynamic consumer response. K. This would in the world of entirely marketing orientated firms. it is only providing that “extra” to the customers that will help the firm sustain in the long run. and that the rest of the organization would be happy to support them. PAUWELS (May 2003) The first finding of this study is that dynamic consumer response significantly differs from the net long-term impact and largely follows marketing theory predictions. such as price and feature changes. but neglected the internal environment.
Ulrich and David J. Holistic Customer Requirement and the Design-Select Decision By Karl T. The former case can be solved by using linear programming techniques. an age in which a sale starts a customer company relationship. The formal model provides a means by which the solution to this complex problem can be calculated with very little data. this paper has highlighted the design-select decision and introduced the concept of holistic customer requirements. In addition to the specific finding presented above. Both cases of infinite horizon and finite horizon with budget constraints are discussed. The company makes use of the proposed CLV model to make and maintain value-laden relationship with customers. The models are then applied to practical data of a computer service company. In Principle.We are in the age of relational marketing. Ellison (Management Science. Profit maximization in a multi-product firm with impatient customers By EJ Levin. those customer requirements that arise from many components of the product in complex ways. but find little empirical support for this hypothesis. Specifically. marketing is the art of attracting and keeping customers. They also argued that the importance of small size will constrain a designer’s ability to select components. holistic customer requirement and customer requirements involving mass and variable cost are all significant in explaining the degree to which firms design product-specific components. Y Ma and RE Wright (Journal of the Operational Research Society. May 1999) Given the economic benefits of selecting existing components. A company should strive to identify the ‘Profitable’ customers and keep them with an ‘acceptable effort’. The core of the relationship marketing is the development and maintenance of a long term relationship with customers. and the latter problem can be solved by using dynamics programming approach. In this paper they propose a stochastic dynamics programming model for the optimization of customer lifetime value (CLV). 2004) The Standard model of a monopoly is extended to include multi-product production in which the product range is decided by management and the market is characterized by customers who are willing to pay higher prices for goods that can be supplied quickly. when should firms invest in designing product-specific components? They have argued theoretically and demonstrated empirically that the nature of customer requirements impacts the design-select decision. 43 . Relationship marketing is a process of making and maintaining value laden relationship with customers.
First. we suggest that such power may underlie findings of increased intra-organizational tension in knowledge creating activities. July 2004) In this paper. More generally. our objective is to study some of the implications of the dispersal of knowledgecreating activities within the MNC. Further. further consideration of the functional relationships between the key decisions variables would provides a closer representations of the issues confronted by multi product firms. price elasticity of demand need not be zero for the products sold by the firm. fears of subsidiary rent seeking may lead many MNCs to forgo the benefits of subsidiary independence. rather than the extent of flows. In particular.Further research is required to relax a number of our simplifying assumptions in order to increase the generality of the model without losing focus with respect to central issues. but also the pattern of knowledge flows. We find that this pattern. Likewise. has the more significant effect on subsidiary bargaining power within the firm and consequently on the level of rent-seeking behavior. we attempt to study not only knowledge flows per se. 44 . A market may be in equilibrium with one firm setting a lower price than its competitors if it also offers a longer delivery date. the assumption that the firm is a monopoly might be replaced by interdependences between firms. In turn. subsidiary power and rent-seeking with MNC’s By Ram Mudambi and Pietro Navarra ( Journal of International Business studies. For example. We find strong evidence that such power is exercised by MNC subsidiaries. Second. we distinguish between discretion and bargaining power at the subsidiary level. we suggest that this trend has increased the extent and scope of subsidiary bargaining power within the firm. Is Knowledge Power? Knowledge flows. The profit function may be sensitive to which products are added or removed from the range offered. We believe that our study offers some significant novelties. where the latter is the extent to which the subsidiary is not subject to headquarters veto.
CHAPTER 3 RESEARCH METHODOLOGY 45 .
The old economy marketers worked on certain set theories and principles. In the study the perceptions of the customers as well as executives regarding the concept of Holistic Marketing have been determined on the basis of various attributes associated with the concept. Their literal meaning is understood by all but what needs to be known is what they symbolically stand for in today’s market. In the study I discuss the various challenges in the implementation of Holistic marketing. which was focused on internal efficiency and productivity. The degree to which these concepts can be applied would vary from industry but their importance cannot be ignored.RESEARCH METHODOLOGY RESEARCH PROBLEM: The study is about to Understand the term Holistic Marketing: Emergence of new marketing concept. There is a need for holistic marketing. SIGNIFICANCE OF THE STUDY Today companies have to prepare themselves for the new economy. Information and Services. 3. But now the focus has shifted to doing well in the marketplace against competitors and hence strategizing for the future.1 OBJECTIVES OF THE STUDY To describe the concept of Holistic Marketing To find out the major challenges in implementing Holistic marketing To find out various coping mechanisms for the same To study the executives as well as consumers’ perception towards Holistic marketing To find out the factors affecting the social responsiveness of organization in marketing process. which brings us to the three most important and critical success factors that are Relationships. This can be achieved by implementing holistic marketing. technology and empowered consumer. hyper competition. 46 . which is characterized by globalization. The study is also about to find out the various determinants of Holistic Marketing.
4 DATA COLLECTION TOOLS Through Questionnaires filled by the Consumers and Executives. 3.2. 3. In this study different type of scaling methods are used like 47 .3.2.3 SAMPLE UNIT Generally all consumers above 21 years of age would be taken as respondents. 3.Scaling is the process of placing the respondents on a continuum with respect to their attitude .2. Through Internet/Search Engines 3.a neutral attitude or favorable attitude .2.1 SAMPLING TECHNIQUE The sampling technique used here will be “Cluster Sampling” as we would collect data from 4 different districts of Punjab and Chandigarh.2.5 SCALING TECHNIQUES Scaling involves creating a continuum on which measured objects are located Each respondent is assigned a number indicating as favorable attitude .2 RESEARCH DESIGN Research design used will be Exploratory Research Design as we have to explore the obstacles and also the ways to tackle these obstacles and in later stages research design is descriptive one. 3.2 SAMPLE SIZE 150 respondents including 100 Consumers & 50 Executives.
χ2 test to find out the significant difference between the Users of various cellular service providers at 5 % level of significance. Likert scale: A measurement scale with five response categories which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus objects. 3. Multiple choice questions: In multiple choice questions. Multiple choice questions. χ2 test. weighted mean.1. Bi-variate correlation. 3. Z test at 5 % level of significance. and respondents are asked to select one or more of the alternatives given. 2. the researcher provides a choice of answers. Rank order scale: A comparative scaling technique in which respondents are presented with several objects simultaneously and asked to order or rank them according to some criterion. Rank order Scale.26 TOOLS APPLIED: Various tools have been used for collecting the data from the people such as 5 point Rating Scale. H 0: There is no significant difference between the users of various cellular services. H 1: There is a significant difference between the users of various cellular services. 48 . Factor Analysis and bar graphs is used for the analysis of the data and discussions in the research. Likert scale.
H 1: such that performance of service is not an extremely important influencer. H 1: There is a significant difference between the postpaid and prepaid customers. H 0: There is no significant difference between the postpaid and prepaid customers. Bar Charts and Z test are applied inorder to find out the people perception regarding the service quality on the basis of its excellence. H 0: such that speed of service is perceived as of excellent quality. H 1: such that ability of the company is not perceived as of excellent quality. Service quality is determined on the basis of the excellence of the service attributes and service dimensions. H 1: such that nominal tariff plans is not an extremely important influencer. H 1: such that speed of service is not perceived as of excellent quality. WMV. 49 . H 0: such that nominal tariff plans is an extremely important influencer.χ2 test to find out the significant difference between the postpaid and prepaid customers at 5 % level of significance. H 0: There is no significant difference between the time periods H 1: There is a significant difference between the time periods. Bar Charts and Z test are applied inorder to find out the major important influencers which motivate the people to buy the cellular service from the particular company. χ2 test to find out the significant difference between the time period of using the services at 5 % level of significance. H 0: such that ability of the company is perceived as of excellent quality. WMV. H 0: such that performance of service is an extremely important influencer.
Factor analysis is applied on the various variables which lead to the customer satisfaction inorder to find the major factors. H 1 : such that people are not unlikely to switchover to other service provider. H 0 : such that people are most likely to continue with the same service provider. Factor Analysis is applied in order to find out the main factors which lead to customer satisfaction regarding the cellular service and the cellular company. The relationship between the Kind of Cellular service users and their likelihood to switchover to other service provider is also studied with the help of the bar diagram.Z test and bar charts have been used inorder to find out the overall satisfaction of the people regarding the service and service provider. The relationship between the Occupation of the respondents and their likelihood to switchover to other service provider is also studied with the help of the bar diagram. H 0 : such that people are highly satisfied with the service and the service provider. H 0 : such that people are most likely to refer to others about the service provider. The tools are used to check the customer loyalty of the people. H 0 : such that people are unlikely to switchover to other service provider. 50 . H 1 : such that people are not most likely to continue with the same service provider. H 1 : such that people are not most likely to refer to others about the service provider. Bar Charts and Z test are applied inorder to find out the likelihood of the people regarding to continue with the same service provider. H 1 : such that people are not highly satisfied with the service and the service provider. to refer to others and their likelihood to switchover to other service provider. WMV.
CHAPTER 4 DATA ANALYSIS AND INTERPRETATION 51 .
About 38 % agree with the statement that infrastructural development by the company were considerably important in evaluate the socially responsible behaviour.To what extant each of the following factors evaluate the socially responsible behaviour of the company Great 44 22 26 8 Considerable 24 22 38 16 Little 20 40 18 22 Not at all 12 16 18 54 Environment Protection Educational Development Infrastructural Development Ethical Behaviour 60 54 50 44 40 38 40 Env ironm e nt Protection 30 22 20 Educational D ev elopm ent 26 24 Infrastructural D ev elopm ent 22 16 8 20 2 2 18 12 10 1 6 18 Ethical Be hav io ur 0 G reat C o nsiderable Little N o t at a ll In the study the respondents were asked to give their opinion about the various factors which evaluate the socially responsible behaviour of the company. 40% of the executives considered policies of educational development as little important and 54% 52 . It was found that the work for environment protection by the company greatly reflect its socially responsible behaviour with 44% each agree with this.
Why more and more companies try to show themselves as socially responsible Strongly More Sale Brand Building Govt.considered ethical behaviour of the companies not at all important in evaluating their socially responsible behaviour. they want to build their strong brand name 53 . It was found that the brand building is the main motive behind this behaviour i. Policies Actually socially Responsible 60 52 50 Agree 45 32 14 9 Disagree 8 12 44 36 Strongly Disagree 15 4 32 49 Agree 32 52 10 6 49 45 44 36 32 32 32 More Sale Brand Building Govt.e. Policies Actually socially Responsible 40 30 20 14 10 10 6 9 8 12 15 4 0 Strongly Agree Agree Disagree Strongly Disagree In the study the respondents were asked to give their opinion about the question that why more and more companies try to shoe themselves as socially responsible.
policies are main reason behind their socially responsible behaviour and 49% were strongly disagree that they are actually socially responsible. About 45 % agree with the statement that more sale is the main motive behind their socially responsible behaviour. 44% of the executives disagree with the statement that govt.as 52% of the respondents strongly agree with this. Rank the following factors in terms of their importance in relationship marketing Rank Complaint Handling After Sales Services Product Quality Ethical Behaviour 20 8 18 12 40 22 22 58 1 30 42 2 38 32 3 20 18 4 12 8 54 .
It was found that the after sale services is considered the most important in relationship marketing with Rank 1. The respondents rank the importance of After Sale Service on the 1 to 4 Rank scales. The mean score came out to be 1. 55 . Means = 1. Product Quality and Ethical Behaviour comes next with Rank 3 & 4 Respectively.11 Let us make the hypothesis that there is no significant difference between the sample mean and hypothetical population mean i.e.70 60 50 42 40 30 20 10 0 1 2 Rank 3 4 30 20 38 32 22 18 12 8 22 40 Compliaint Handling After Sales Services Product Quality 18 12 8 20 Ethical Behaviour 58 In the study the respondents were asked to rank the importance of various factors in relationship marketing. Importance of After Sale Services On an average the most important factor in Relationship Marketing is After Sale Services. Meanp=1. H0: Means =Meanp.92 and σ = 1. Complaint Handling is next important factor with Rank 2. Test of Hypothesis: Meanp = 1.92 and about 42% of the people surveyed rank After Sale Service as extremely important.
11 Zcal = Difference S. so it is accepted that the After Sale Service is an important factor which strengthen Relationship marketing but not extremely important.E.36 Zcal > Ztab at 95% level of confidence: i. = (1.e.H1: Means ≠Meanp.11 = 0.e.92 . S.36 > 1. Level of Significance= 5%.E. 1.11/√100=0.96 Null Hypothesis Rejected Therefore with 95% level of confidence it can be said that there is significant difference between the sample mean and hypothetical population mean. 8.1)/0.92/0.11 = 8. = σ/√n i. Rank the following companies in terms of their socially responsible behaviour Rank Tata group Reliance P&G HUL 1 88 6 4 2 2 6 64 18 12 3 4 18 54 24 4 2 12 24 62 56 .
The respondents rank the Tata Group on the 1 to 4 Rank scales. Means = 1.431 Let us make the hypothesis that there is no significant difference between the sample mean and hypothetical population mean i.100 90 80 70 60 50 40 30 20 10 0 1 2 Rank 3 4 6 4 2 6 18 12 4 2 18 12 24 24 64 54 62 Tata group Reliance P&G HUL 88 In the study the respondents were asked to rank the four companies in terms of their Socially Responsible Behaviour. Tata Group as Most Socially Responsible Company On an average the most Socially Responsible Company is Tata Group. It was found that the Tata Group is considered the most Socially Responsible Company with Rank 1.20 and about 88% of the people surveyed rank Tata Group as extremely Socially Responsible Company. Reliance is next Socially Responsible Company with Rank 2. P & G and HUL comes next with Rank 3 & 4 Respectively. The mean score came out to be 1.20 and σ = 1. 57 .e. Test of Hypothesis: Meanp = 1. Meanp=1.
143 = 0.e.431/√100=0.143 Zcal = Difference S.e.20/0.143 = 1. 1. = σ/√n i. 1.20 . Social responsibility is an important factor while making purchase decision Strongly agree 10 Agree 38 Neutral 26 Disagree 18 Strongly Disagree 8 58 .H0: Means =Meanp.1)/0.96 Null Hypothesis Accepted Therefore with 95% level of confidence it can be said that there is no significant difference between the sample mean and hypothetical population mean.E.E. Level of Significance= 5%. so it is accepted that the Tata Group is more socially Responsible company as compare to other companies. S. = (1.39 < 1.39 Zcal > Ztab at 95% level of confidence: i. H1: Means ≠Meanp.
Companies follow their promises made at the time of sale. It was found that the majority of people about 38 % agree with statement that social responsible behaviour of the company effect their purchase decision. About 26% of the people show neutral behaviour. 18% of the people disagree with the statement whereas 8% are strongly disagree with the statement. Strongly agree 10 Agree 25 Neutral 20 Disagree 34 Strongly Disagree 11 59 .8% 18% 10% Strongly Agree Agree Neutral 38% Disagree StronglyDisagree 26% In the study the respondents were asked for their opinion about the importance of Social Responsibility of the company as a factor in their purchase decision.
11% are strongly agree with the statement and 10% are strongly disagree with the statement. Companies in today’s scenario are actually socially responsible Strongly agree 6 Agree 18 Neutral 24 Disagree 38 Strongly Disagree 14 60 . 20% of the people show neutral behaviour towards the question. It was found that the majority of people about 34 % disagree with statement that companies follow their promises made at the time of sales. About 25% of the people agree with the statement.11% 10% 25% Strongly Agree Agree Neutral Disagree StronglyDisagree 20% 34% In the study the respondents were asked to give their opinion about the follow ness of promises made by the company at the time of sale.
18% of the people agree with the statement that companies are actually socially responsible. 14% are strongly disagreed with the statement and 6% are strongly agreed with the statement. 24% of the people show neutral behaviour towards the question. Previous experience with the company is a determinant while making purchase decision Strongly agree 20 Agree 45 Neutral 20 Disagree 10 Strongly Disagree 5 61 . It was found that the majority of people about 38 % disagree with statement that companies are actually socially responsible.14% 6% 18% Strongly Agree Agree Neutral Disagree 38% 24% StronglyDisagree In the study the respondents were asked to give their opinion about whether the companies are actually socially responsible or not.
20% are strongly agreed with the statement and 5% are strongly disagreed with the statement. 20% of the people show neutral behaviour towards the question.10% 5% 20% Strongly Agree Agree Neutral 20% Disagree StronglyDisagree 45% In the study the respondents were asked to give their opinion about the previous experience with the company is a determinant while making purchase decision. 10% of the people disagree with the statement. Please rank following training needs important for your organization according to their preference level 62 . It was found that the majority of people about 45 % agree with the statement that previous experience with the company is a determinant while making purchase decision.
Rank Technical 1 28 2 11 10 3 26 3 7 24 10 9 4 4 10 33 3 training Soft Skills 6 training Coaching and 4 Monitoring On the job 12 training 35 33 28 26 24 Technical training Soft Skills training Coaching and Monitoring On the job training 11 10 7 4 3 4 3 10 9 10 30 25 20 15 12 10 6 5 0 1 2 Rank 3 4 In the study the respondents were asked to rank the importance of various training need in the organization according to their preference level. It was found that the technical training is 63 .
174 = 0.236 Let us make the hypothesis that there is no significant difference between the sample mean and hypothetical population mean i. 1.e.considered the most important among executives with Rank 1. Level of Significance= 5%. S. The respondents rank the importance of technical training on the 1 to 4 Rank scales.236/√50=0.74 and about 56% of the people surveyed rank After Sale Service as extremely important. H1: Means ≠Meanp. so it is accepted that the technical training is an important training among executives but not extremely important.1)/0. 4.E.e.74/0. Importance of technical training On an average the most important training among executives is technical training. = σ/√n i. To what extent each of the following factors effect your job selection? 64 . On the job training is next important with Rank 2.174 = 4.74 .96 Null Hypothesis Rejected Therefore with 95% level of confidence it can be said that there is significant difference between the sample mean and hypothetical population mean.74 and σ = 1.25 > 1. Test of Hypothesis: Meanp = 1. = (1.E.e.174 Zcal = Difference S. The mean score came out to be 1. H0: Means =Meanp. Means = 1.25 Zcal > Ztab at 95% level of confidence: i. Soft skill training and Coaching & monitoring come next with Rank 3 & 4 Respectively. Meanp=1.
About 48 % agree with the statement that growth opportunities were considerably important in their job selection. You are satisfied with the training & development programs conducted for employees 65 .Salary Growth opportunities Brand Name Ethical Policies Great 20 20 5 5 Considerable 10 24 14 2 Little 5 5 24 16 Not At all 15 1 7 27 30 27 25 20 20 16 15 10 7 5 5 5 2 0 Great Considerable Little Not At all 5 5 1 14 Salary 15 Growth opportunities Brand Name Ethical Policies 24 24 20 10 In the study the respondents were asked to give their opinion about the various factors which effect their job selection. It was found that the salary and growth opportunities have maximum and equal impact on their job selection with 40% each agree with this. 48% of the executives considered brand name as little important and 54% considered ethical policies of the companies not at all important in their job selection.
Strongly agree 12 Agree 20 Neutral 9 Disagree 4 Strongly Disagree 5 10% 8% 24% Strongly agree Agree Neutral 18% 40% Disagree StronglyDisagree In the study the respondents were asked whether they are satisfied with the training and development programs conducted by company. 8% of the people disagree with the statement. It was found that the majority of people about 40 % agree with the statement as they are satisfied with the training and development of the company. 66 . 18% of the people show neutral behaviour towards the question. 10% are strongly disagreed with the statement. 24% were strongly agreed as they are extremely satisfied with the programs.
12% of the people disagree with the statement. It was found that the majority of people about 38 % agree with the statement as they are satisfied with the company’s promotional policies.You are satisfied with the company’s promotional strategies Strongly agree 10 Agree 19 Neutral 11 Disagree 6 Strongly Disagree 4 8% 12% 20% Strongly agree Agree Neutral Disagree 22% 38% StronglyDisagree In the study the respondents were asked whether they are satisfied with the company’s promotional policies. 8% are strongly disagreed with the statement. 67 . 22% of the people show neutral behaviour towards the question. 20% were strongly agreed as they are extremely satisfied with the promotional policies.
10% of the people disagree with the statement.YOU ARE SATISFIED WITH THE INTEGRATION AND RESPONSIVENESS OF SUPPLIERS Strongly agree 8 Agree 21 Neutral 15 Disagree 5 Strongly Disagree 1 10% 2% 16% Strongly agree Agree Neutral 30% 42% Disagree StronglyDisagree In the study the respondents were asked whether they are satisfied with the integration and responsiveness of suppliers. 68 . Only 2% are strongly disagreed with the statement. 16% were strongly agreed as they are extremely satisfied with the suppliers. It was found that the majority of people about 42 % agree with the statement as they are satisfied with the integration and responsiveness of suppliers. 30% of the people show neutral behaviour towards the question.
Majority of the people don’t want to take any side. 8% were strongly agreed as they are extremely satisfied with attrition rate. 8% of the people disagree with the statement. 69 .ATTRITION RATE IS NOT AN ISSUE FOR CONSIDERATION IN YOUR ORGANIZATION Strongly agree 4 Agree 16 Neutral 22 Disagree 4 Strongly Disagree 4 8% 8% 8% Strongly agree 32% Agree Neutral Disagree StronglyDisagree 44% In the study the respondents were asked about the attrition rate whether it is an issue of consideration in their organization. 8% are strongly disagreed with the statement. 32% of the people agree with the statement as they think attrition rate is not an issue in their organization. It was found that the majority of people about 44 % show neutral behaviour towards the question.
70 . policies formed by upper management communicated to employees effectively.POLICIES FORMED BY UPPER MANAGEMENT COMMUNICATED TO EMPLOYEES EFFECTIVELY Strongly agree 6 Agree 16 Neutral 12 Disagree 10 Strongly Disagree 6 12% 20% 12% Strongly agree Agree Neutral 32% Disagree StronglyDisagree 24% In the study the respondents were asked whether they are satisfied with the information flow with in the company i. 24% of the people show neutral behaviour towards the question. It was found that the majority of people about 32 % agree with the statement as they are satisfied with the information flow with in the company. 20% of the people disagree with the statement. 12% were strongly agreed as they are extremely satisfied with the information flow.e. 12% are strongly disagreed with the statement as they are not at all satisfied with information flow.
12 % are strongly disagreed with the statement as they are not at all satisfied with the way of policy implementation with in the company.ORGANIZATION TAKES THE EMPLOYEES INTO CONFIDENCE WHILE IMPLEMENTING ANY POLICIES Strongly agree 6 Agree 18 Neutral 12 Disagree 8 Strongly Disagree 6 12% 16% 12% Strongly agree Agree Neutral 36% Disagree StronglyDisagree 24% In the study the respondents were asked whether employees are taken into confidence before implementing any policies. 24% of the people show neutral behaviour towards the question. 16% of the people disagree with the statement. It was found that the majority of people about 36 % agree with the statement as they are satisfied with the way of policies implementation with in the company. 12% were strongly agreed as they are extremely satisfied with the way of policies change. 71 .
8% of the people show neutral behaviour towards the question. Only 2% are strongly disagreed with the statement. 72 . 28% were strongly agreed as they are extremely motivated by team building.TEAM BUILDING ENHANCES THE PERFORMANCE OF EMPLOYEES Strongly agree 14 Agree 26 Neutral 4 Disagree 4 Strongly Disagree 2 8% 8% 4% 28% Strongly agree Agree Neutral Disagree StronglyDisagree 52% In the study the respondents were asked whether team building enhances the performance of employees or not. 8% of the people disagree with the statement. It was found that the majority of people about 52 % agree with the statement as they feel team building enhances the performance.
Strongly agree 11 Agree 18 Neutral 14 Disagree 5 Strongly Disagree 2 10% 4% 22% Strongly agree Agree Neutral Disagree StronglyDisagree 36% 28% In the study the respondents were asked whether they are satisfied with the present working environment of organization. 22% were strongly agreed as they are extremely satisfied 73 . It was found that the majority of people about 36 % agree with the statement as they are satisfied with the present working environment.YOU ARE SATISFIED WITH THE PRESENT WORKING ENVIRONMENT OF ORGANIZATION. 28% of the people show neutral behaviour towards the question.
Only 4% are strongly disagreed with the statement. LIMITATIONS AND CONCLUSION 74 . CHAPTER 5 FINDING SUGGESTIONS. 10% of the people disagree with the statement.with the working environment.
ability of the company. Every company should focus on improving the Speed of the service. The performance of the service.1 SUGGESTIONS: From the study it was found that most of the people are using the GSM technology cellular services and only few people are using the CDMA technology cellular services. The CDMA cellular companies create more awareness about the benefits of using the CDMA enabled cellular service and target the non users in order to increase their market share. tariff plans. network efficiency of the cellular service and the attractive schemes/promotions are the major influencers which persuade the customers to buy the service of the company.5. The Cellular companies should focus more on the Prepaid cellular services as they are less loyal to the cellular services. Every company should maintain the acceptable standards of the major influencers inorder to attract the competitor’s customers and prospective customers. reliability of the company and the tangibles of the company or associated with the service as these are the major attributes or dimensions of the service which builds the 75 . Proper services both after sales service and customer service of high quality should provided to the customers in order to increase their satisfaction levels and build the customer loyalty.
2. Every company should focus on the After sales services and the product attributes as these are the major influencers which builds the customer satisfaction for the cellular service and also building the customer loyalty. this study may not hold well an over period of time. 5. Despite the best efforts to include all important variables. finance and coverage were faced. Consumer biasness towards his decision is yet another limitation of this study. 5. The study was mainly a one person study. the chances of some variables not appearing in the study cannot be ruled out. so all limitations like that of time. 7. Every company should focus on the Employed customers including prospective customers as they are more loyal and unlikely switchover other service providers. So that they become more loyal to the company and the cellular service and reducing their likelihood to switchover to other service provider. Due to continuous change in the marketing strategies. 5. 6. A wider geographical coverage would have made the study more representative. Limitation caused by constraint of time confined the study to selected localities. Consumer behavior being dynamic.perceived level of quality or value in the mind of the customer. Higher the quality of the attributes or the dimensions higher will be the perceived level of the quality. sampling technique and analysis of data.3 CONCLUSION 76 . The company should focus more on the Students inorder to develop satisfaction regarding the service.2 LIMITATIONS OF THE STUDY 1. there is very possibility that the findings of today may become invalid tomorrow. The accuracy of results is limited to reliability of methods of investigation. 4. 3. increasing their perceived level of quality or value.
2 KIND OF CELLULAR SERVICE USER It was found out that about 54 % of the respondents are using the postpaid cellular service and 46% are using the prepaid cellular service and also there is insignificant difference between the postpaid and prepaid users.4 IMPORTANT INFLUENCERS It was found that the performance of the service and the nominal tariff plans are the most important influencers which motivates the customer to purchase the cellular service of particular company followed by the promotions or attractive schemes of the company and the network efficiency of the cellular service of the company.1 SHARE OF CELLULAR SERVICE It was found that the Airtel and Vodafone have the maximum share of 28% each among the entire cellular service companies.3. 220.127.116.11. About 56% of the people are using the connection of present service provider from more than two years.3. 5. And there is a significant difference between the share or users of the cellular service companies.3. 5.5 QUALITY ATTRIBUTES OR DIMENSIONS 77 .3 PERIOD OF USING THE CONNECTION It has been found that most of the people are using the connection from more than two years. 5.
28 and 34% of the people surveyed rates highly satisfied with the service and the company. So it can be said that businessman are more loyal to the cellular service than the students.7 OVERALL SATISFACTION LEVEL It has been found out that the respondents surveyed are satisfied with the company and its services. The first factor found out is the “After Sale Services” and the factor found out to be the “Product Attributes. The relationship between the occupation of the respondents and their likelihood to switchover to other service provider is also considered and it is found that about 90% of the businessmen are most unlikely to switchover to other service provider and about 33. 5. The mean score came out to be 4. 5.” 5. The relationship between kind of connection of the respondents and their likelihood to switchover to other service provider is also considered and it is found that postpaid customers are most unlikely to switchover to the other service provider than the prepaid 78 .33% of the students surveyed are likely to switchover to other service provider.3.It was found that the speed of service delivery and the Ability of the company are perceived as the highest qualitative attributes/dimensions in the service followed by the Reliability of service and Tangibles (Outlets or Offices) of the company.3.3.6 SATISFACTION LEVEL It was found that the respondents surveyed are mainly satisfied with the Quality of the Service and Price of the Service followed by Company Image and Meeting of the Expectations. Factor Analysis is also been applied inorder to find out the major factors which lead to customer satisfaction.8 CUSTOMER LOYALTY It was found that the people are most likely to continue with the same service provider followed by likelihood to refer to others and unlikely to switchover to other company.
79 .customers. So it can be said that postpaid customers are more loyal to the cellular service than the prepaid customers.
CHAPTER 6 BIBLIOGRAPHY 80 .
New Delhi. Jain Sheenu. Dynamic Competitor Response and Expanded Company Action Shape Longterm Marketing Effectiveness”. Panda R. Chopra Komal.S. Journal of International Business studies... Pauwels Koen H. march 2007. P. Management Science. Information & Services”.. Ltd. 1999. & Wright R. Mishra A.Popai for Wishwa . K.BIBLIOGRAPHY Sehgal N. Gupta S. May 2007. Indian Journal of Marketing. E. “Customer Lifetime Value: stochastic optimization approach”..K. July 2004. “Strategic Marketing . & Altman E. Philip Kotler & Kevin Lane Keller. Sep 2003.. “Sustainable Marketing: Challenges and Opportunities”. New Delhi. & Ellision David J. H.C. Indian Journal of Marketing. “Profit maximization in a multi-product firm with impatient customers”. Chand & Co. Rainisto Seppo K. 2004 Navarra Pietro & Mudambi Ram. “Is Knowledge Power? Knowledge flows. “Marketing Management”. Jan 2008. Wong K. May 2003. & Pallavi. Kothari. “Brand Marketing through CRM”.spapromotions. Journal of the Operational Research Society. Ulrich Karl T.R. J. K. May 1999. http://www.. K. “Green Marketing: An Illusion or Reality” Indian Journal of Marketing. “Research Methodology – Methods & Prakashan. Edition 2001. subsidiary power and rent-seeking with MNC’s”. 12th Edition. “Holistic Customer Requirement and the Design-Select Decision”. “Statistical Methods” S. Indian Journal of Marketing. K.. 2006. Indian Journal of Marketing. “Success Factors of Place Marketing: A Study of Place Marketing Practices in Northern Europe and the United States”Indian Journal of Marketing. Jan.. “Relationship Marketing: A Source of competitive Advantages”. Ching W.. Prentice Hall of India Private Limited.com/holistic_marketing_ 81 Techniques”.Role of Relationships.. April 2004. Dec 2007.. Levin E.. “How Dynamic Consumer Response. Ma Y. Dec 2004.. Journal of the operational Research Society. Indian Journal of Marketing.
com/documents/HolisticMarketing.uk/downloads/holisticmarketing.pdf http://www.holisticmarketing.holisticmarketing.pdf http://www.http://emedwriter.pdf 82 .melissawerkenthin.htm http://www.net/upload_control/download.dixonraines.daum.pdf http://cfs4.blog? fhandle=MDRvSW9AZnM0LmJsb2cuZGF1bS5uZXQ6L0lNQUdFLzEvMTAzLnBkZg==&file name=103.pdf&filename=pg_futureofmarketing_stengelppt.cn/gao/kejian/ydzl080122B.hk4health.org.uk/ http://www.holisticmarketing.co.blogspot.pdf http://www.html http://www.uk/documents/StrengthAnalysis_000.com/ http://thehiddenpersuader-english.sjfww.com/portfolio/Holistic_Marketing.com/2004/07/holistic-marketing.org.blog.pdf http://www.com/primer.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue listening from where you left off, or restart the preview.